Mobile Analytics - Tools Of Trade to Predict the Future@Phoenix Mobile Festival
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Transcript of Mobile Analytics - Tools Of Trade to Predict the Future@Phoenix Mobile Festival
Mobile Analytics Tools of Trade to Predict the Future
Lenin GaliSr.Director, Dev Ops and Analytics Services
Ubisoft, Inchttp://www.linkedin.com/in/leningali
Agenda
• About Ubisoft & Games • Data Tracking• Prediction• Tools of Trade• Challenges and QA• Mobile Landscape• Q & A
About Ubisoft• Premium Publisher for over 26 Years• 7000 + Employees• 26+ Countries• 40+ Studio’s• $1.5B+ Revenues• PS, Xbox, XBLA,PSN, PC, Wii, Wii-U, Social, Mobile• Rabbids, Just Dance, Tom Clancy’s Ghost Recon &
Splintercell, FC, AC and Watchdogs and many more
Ubisoft Games
Publisher(s) Needs• 10’s – 100’s of apps• View of Acquisition by app and all apps• View of Retention by app and cross apps• View of Monetization by app and all apps• View of Customer• View of App performance benchmarks• View of Profitability• View of Predictability
DATA TRACKING
Data Tracking
• User Tracking• Application Usage Tracking• Performance Tracking• Advertising Tracking• Marketing Tracking• Feedback and Interactivity Tracking• Monetization Tracking
PREDICTION
Understand the Player
Prediction Process
Customer
Event Tracking Analytics Game DB Internal Tracking
Partner Tracking
Cloud Hadoop ScriptsETL ToolExtract Transform / Store / Automate
Hadoop CRM Biz AppsDWData Models / Queries / Integration
Tableau Platfora /Datameer SPSS / RExcel
Reporting ad-hoc Queries Dashboards
Explore Data Mining
Data ScienceAd-hoc
Analytics &Advanced Analytics
TOOL’S OF TRADE FOR MOBILE
Display internal in game ads (cross promo)
Display externalAds(DSP for alternative
monetization)
Push Notifications
A/B Testing
YES
NO
YES
YES
Swrve
Marketing tracking YES
Actions possible based on events triggered by the user
NO ?
YES
NO
NO
Appsalar
YES
YES
NO (not yet)
YES
YES
Captain
YES
YES
YES
NO
NO
AdMob
NO
YES
YES
NO
NO
Flurry
YES
NO
NO
NO
NO
Apsprse
YES
YES
NO
YES
YES
Ad4scen
YES
Dashboard linked to a retention/monetization dashboard YES YES YES NO YES YES -
limited ?
Analytics / Feedback / Close Loop
SUPER SDK’s• Has Offers!!• One SDK for Partner Integrations• Comprehensive tracking• Analytics and Log Data Exploration• Robust API interface• Check it out!
Challenges• Multiplatform(s) (iOS, Android, Bberry,
Windows• Core vs Custom tracking• Privacy and Platform limitations• Financial reconciliation• DW integrations are complex• Partner echo system is still evolving• Lack of API interfaces (not scalable)
QA• Data quality can not be fully automated• Must be a process• Dedicate a resource (depends on org)• Must be part of app dev cycle of testing• Data driven approach is imperative• Ubisoft has dedicated QA Center(s) in Pune, India and
Shanghai, China and Bucharest, Romania• http://www.mobileapptesting.com/category/mobile-
app-testing/
MOBILE LANDSCAPE
Q & A